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Apple does it brilliantly; Amazon is much less amazing. It’s a question of their online press offices, and the assessment is by Ben Silverman of PR Fuel.

I’ll be asking some students to track an online press office of their choice over the coming months. I hope to report back on the best and worst.

I’ll be surprised if any surpass Microsoft’s Press Pass area, in which the company demonstrates that it understands that news amounts to more than its own press releases.

Yet I endorse Tom Murphy’s opinions on the strength and limitations of Microsoft’s PR machine. (Unlike Tom, I’ve never represented Microsoft. But I have twice worked for close competitors so have experienced this PR phenomenon from nearby.)